Unexpected % of new visits from search traffic.

[QPLF]

Hello

Three days ago launched an AdWords campaign (text ad) designed to bring people to my site (www.quipeutlefaire.com).

I've been tracking the visits using Google Analytics and I find  that 67% of Paid Traffic visits are new visitors (see attached image).

I find this very weird, I was expecting that people who come to my site through adwords to be completely new visitors (100% instead of 67%) . What's happening? are people using my ads as a sort of "bookmark" to come back to the site?

Thank you for your help

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[QPLF]

I see it across all keywords, some have a % of new visitors that's pretty low (20% to 30%) and some have a slightly better figure: 50%.

Were talking about tens of visits per week for each of these keywords (there are about 20 of them in total). While this might not ruin my business, I do find it annoying :).

99% of my visitors come from France (It's a French website :)) and 100% of paid traffic comes from France too

[DavidKonigsberg]

i would then look at the search quires in analytics to see if this trend of % new is across all words and all geo locations or just some keywords

[QPLF]

Hi David

No, I don't use my brand name as a keyword.

[QPLF]

Hello Cafe Press

Thanks for your reply, I agree with your comment:

"For example, someone clicks on your ad the first day and leaves your website after browsing it for awhile.  They come back the next day and perform the same search and click on the same ad (maybe because that's how they remembered you) - that would make this person a returning visitor and NOT a new visitor."

It seems to me that some of my visitors are using my ads as a "bookmark". Has this ever happened to you (or to any of the readers of this question)?

Additionally, lets say Joe visits my site today by clicking on an Adwords ad. Joe likes the site and bookmarks it on his browser. A couple of days later, Joe comes back to my site,

I know that Analytics will count Joe as a new visitor the first time and a repeat visitor on the second , but the question is What will Analytics consider as the SOURCE of the SECOND visit? "direct traffic" or the ad that brought Joe to the site the second  time around ?

Cheers

[DavidKonigsberg]

Does your adwords account have your brand name as a keyword? This often explains your issue

[Desiree-CP]

I was expecting that people who come to my site through adwords to be completely new visitors (100% instead of 67%).

Not necessarily -  there are numerous possibilities why is happening.  For example, someone clicks on your ad the first day and leaves your website after browsing it for awhile.  They come back the next day and perform the same search and click on the same ad (maybe because that's how they remembered you) - that would make this person a returning visitor and NOT a new visitor.

That being said, you'll need to do a deep dive analysis to figure out what's really going on.  To start, try creating an advanced segment between new and returning visitors, check out the navigation path, top content, see where they fall in the conversion funnel, etc.

Hope that helps guide where you need to go!